PSYCHOLOGY Lecture 19 Attitude Formation and Reformation.doc

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27 Mar 2012
Lecture 19: Attitude Formation and Reformation
February 29, 2012
…continuation of last lecture
-people make attributions based on behaviours does behaviour reflect personality or the
situation in which they were in
-it is possible that the construal are based on Westerners
-certain things become available in our minds i.e. post-9/11 things that come to mind
really quick and that we’ve seen a lot has a disproportionate effect in our decision making
-things that come to our mind easily, we tend to overestimate the probability in real life
-heuristic use shortcuts/rules to help us estimate probability without doing calculation
-i.e. availability heuristic making use of what’s available to estimate
-i.e. representative heuristic temptation to overuse information and allow it swamp base
likelihood ratios seems representative of a category
Lecture 18
-libertarian people should do whatever they want if they don’t bring harm to others in
the process
-when we listen to messages and condier them, there are three levels at which we can think
about people’s attitudes:
1. cognitive level use rationality, statistics, and data
2. affective using emotions and personal stories (most common form of this fear
mongering if you don’t do something, there will be a severe consequence)
3. behavioural how one behaves does not always line with someone’s cognitive
-mirror exposure effect if see or hear something enough, you begin to like it and believe
it we are drawn to the familiarity (feel safe) a.k.a. warm glow effect
-this biases someone’s attitude on an affective level
-why politicians repeat things over and over again people start to believe it
-classical conditioning depending on one’s reaction, the association formed, those are
affective association and get you at emotional levels
-vicarious classical conditioning seeing someone else’s feelings for a certain group of
people and you adapt that association as well prejudice is based on this
-central route to persuasion audience that is hungry for the information susceptible to
persuasion compelling arguments and well communicated
-attitude is long-lasting and persistent to change
-peripheral route to persuasion length and attributes of the argument are compelling
i.e. commercial put attractive people and adventure and humour
-normally people use both “routes” to persuade people
-people have the ability and motivation to pay attention and see through the persuasion
-people mostly have the ability but not really the motivation which is why people
are persuaded
-cognitive dissonance
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